Brand planners, how much time do you typically get when you’re on a new account writing a brief for a new integrated campaign? Do you find yourself having to negotiate/push back with account folks so you have the time to do it properly? Curious with shortening timelines these days how long you all have to think about a brand brief.

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Two weeks is reasonable to ask for if you’ve got to make a significant strategic shift or do a fair amount of research into the topic (because it’s not something you already work on regularly).

Pitch timing is often crazy, so you might only get a few days to write a brief. In that case, be candid with your team if you can improve upon the brief after kickoff, and see if they can pivot with you.

Other than that, if you regularly have to negotiate for time, talk to your creative lead to see if they’re satisfied with the quality of the briefs on the condensed timeframe. If you’re being rushed into weak briefs, it’s probably making the creative team take longer to get to good work. That should help you negotiate back to a reasonable timeline because you’ll use that extra time to put them in a better starting spot.

If you’re still stuck with shorter time than you’d like, do what you can to prepare in the time before you get a brief. For most clients, you can guess with reasonable accuracy about the topics you might have to brief on. It’s worth digging into those proactively, even if you might be wrong and waste a little time there. But often it will put you ahead of schedule if you get an unfair timeline.

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